Jochen Schmidt Swarovski

As everything becomes more contactless, anonymous and digital, retailers can make all the difference by having hosts in the store who bring in the personal, the welcoming and the warmth that you cannot experience like that in online retail. Conceptually, we can do everything right in terms of visual merchandising and the product, but if we do not have good sales people in the store, especially in the jewellery sector, where personal advice and service are simply necessary in this price segment, then we will not sell this piece of jewellery.

Data helps to make better decisions. It simply tells you more than your gut feeling and helps you to serve and support your customers better. Of course, you have an extremely large amount of data at your disposal. Then you simply need the organization and the resources to interpret this data, because just collecting data doesn’t help.

It’s becoming more and more contactless, digital and anonymous. Retail can make all the more difference by having hosts in the store who bring in the personal, the inviting and the warmth that you cant experience in online retail. Conceptually, we can do everything right in terms of visual merchandising and the product, but if we don’t have good people in the store, especially in the jewelry sector, where personal advice and service are simply necessary in this price segment, then we won’t sell this piece of jewelry.

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